Marketing myopia revisited: lessons for logistics

Abstract

Refers to the historic article by Theodore Levitt, entitled “Marketing myopia”, that appeared in 1960 in the Harvard Business Review which has had significant impact on business thought and practice. The philosophy or orientation presented by Levitt still has profound implications for the discipline of logistics, even 40 years after the writing of his article. This article argues that persons in logistics have sometimes taken a myopic view of the discipline and that if the area is ever to achieve the level of importance prophesied for it, academicians and practitioners alike will have to take a much broader and pervasive view of what logistics is and what it could become. Some provocative questions are posed to those involved in the theoretical and applied areas of logistics.

Citation

Stock, J.R. (2002), "Marketing myopia revisited: lessons for logistics", International Journal of Physical Distribution & Logistics Management, Vol. 32 No. 1, pp. 12-21. https://doi.org/10.1108/09600030210415270